Florian von Wangenheim: Catalogue data in Autumn Semester 2024 |
| Name | Prof. Dr. Florian von Wangenheim |
| Field | Technology Marketing |
| Address | Professur f. Technologiemarketing ETH Zürich, WEV J 409 Weinbergstr. 56/58 8092 Zürich SWITZERLAND |
| Telephone | +41 44 632 69 24 |
| fwangenheim@ethz.ch | |
| Department | Management, Technology, and Economics |
| Relationship | Full Professor |
| Number | Title | ECTS | Hours | Lecturers | ||||||||||||||||||||||||||||||||||||||||||||||||||
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| 363-0403-00L | Introduction to Marketing | 3 credits | 2G | F. von Wangenheim, P. Bachmann | ||||||||||||||||||||||||||||||||||||||||||||||||||
| Abstract | This course provides an overview on essential perspectives of marketing and how marketing adds value to a business. It will teach concepts, frameworks and methods for marketing decision making. The course will also look at issues related to marketing implementation. Thereby, a particular focus will be on how data and data analytics can help to support marketers in their decision making. | |||||||||||||||||||||||||||||||||||||||||||||||||||||
| Learning objective | After taking the class, students will be able to 1) Understand how marketing adds value to a business. 2) Provide an overview of key concepts in marketing that are applicable to any business. 3) Understand how consumers behave and how this impacts marketing 4) Learn how analytics and quantitive methods can help to improve decision making in marketing. 5) Get to know the elements that shape a firm’s marketing strategy (segmentation, targeting, positioning) and marketing tactics (product, price, promotion, place) | |||||||||||||||||||||||||||||||||||||||||||||||||||||
| Content | The class will center on the importance of marketing as an activity that creates long-term value for the benefit of organizations and their customers. It will teach concepts, frameworks and methods for marketing decision making. Specifically, the course is aims to provide students with a) an overview on the role of marketing within a business, b) details on strategic marketing management decisions and tools, c) a profound knowledge on the individual elements of the marketing mix (product, price, promotion, place), d) an awareness of specific contexts of marketing, and e) first-hand experience on data-driven techniques to support marketers' decision making. Thus, this course will introduce key analytical tools to help solving respective managerial tasks. This is a lecture with integrated exercises. Access to a laptop is required for the exercises. The the class might be thought in an in-person, remote or in a hybrid format. Students might also be taught via pre-recorded videos and assigned material for self-study. | |||||||||||||||||||||||||||||||||||||||||||||||||||||
| Literature | Kotler, Philip and Gary Amstrong (2021). Principles of Marketing (18th Global Edition), Pearson. ISBN-13: 9781292341132. The course might comprise mandatory and supplemental reading material. Other literature may be assigned in class. | |||||||||||||||||||||||||||||||||||||||||||||||||||||
Competencies |
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| 363-1051-00L | Cases in Technology Marketing  Number of participants limited to 20. Students have to apply for this course by sending a CV and an one-page motivation letter until 31.8.2024 to Theresa Schachner: tschachner@ethz.ch. Additionally please enroll via myStudies. Places will be assigned on the basis of your motivation letter. | 3 credits | 1G | F. von Wangenheim, D. Mane | ||||||||||||||||||||||||||||||||||||||||||||||||||
| Abstract | The seminar “Cases in Technology Marketing” introduces students to key concepts and tools in technology marketing and familiarizes them subsequently with the challenges that (marketing) managers face in technology intensive markets by using real life cases. | |||||||||||||||||||||||||||||||||||||||||||||||||||||
| Learning objective | 1. Understanding and applying common business tools and frameworks 2. Understanding current challenges of managers in technology-intensive markets 3. Defining and analyzing comprehensive business problems using the example of a leading Swiss manufacturing company (Bühler AG) 4. Developing and evaluating different alternative case solutions 5. Making decisions on case solutions, justifying and defending them 6. Transferring case solutions into practice by formulating specific instructions for the management 7. Creation of novel, innovative ideas that help the company to gain a competitive edge 8. Cooperation in teams and coordination of team tasks 9. Adequate communication to and eye-level discussions with C-level managers | |||||||||||||||||||||||||||||||||||||||||||||||||||||
| Content | The seminar “Cases in Technology Marketing” introduces students to key concepts and tools in technology marketing and familiarizes them subsequently with the challenges that (marketing) managers face in technology-intensive markets by using real-life cases. Students will have to work in groups and together solve past, current and future managerial problems in the form of cases. The team member composition will rotate for each case, enabling students to foster their teamwork abilities besides the application of theoretical concepts to the applied case questions. The students will have to present their case solutions to the lecturer and a top executive of a leading Swiss company (details see below). Also, they will be enabled to compare their solutions with what has actually been done or is yet to be done. The three case studies presented in this course cover real managerial issues of the Swiss manufacturer Bühler AG (www.buhlergroup.com). A Bühler top executive will present the cases and discuss the students' presentations and solutions. As such, the course allows for in-depth discussions of the real-life case solution with the C-level manager and hereby enables students to transfer their learnings from theoretical considerations to the applied field. The course will be rounded off with a day visit to the Bühler facilities in Uzwil, Switzerland, where students will have the chance to further connect with management and discuss the acquired key concepts, tools, and case study insights on-site. | |||||||||||||||||||||||||||||||||||||||||||||||||||||
| Prerequisites / Notice | In addition to course enrolment, students have to apply for this course by sending a CV and a short motivation letter until 31.08.2023 to Dr. Theresa Schachner: tschachner@ethz.ch. | |||||||||||||||||||||||||||||||||||||||||||||||||||||
| Competencies |
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| 364-1013-06L | Marketing Theory | 2 credits | 1G | F. von Wangenheim | ||||||||||||||||||||||||||||||||||||||||||||||||||
| Abstract | The course is taught Florian Wangenheim (ETHZ) It focuses on the theoretical foundations of marketing and marketing research. | |||||||||||||||||||||||||||||||||||||||||||||||||||||
| Learning objective | The purpose of the course is to confront students with current theoretical thinking in marketing, and currently used theories for understanding and explaining buyer and customer behavior in reponse to marketing action. | |||||||||||||||||||||||||||||||||||||||||||||||||||||
| Content | In the first class, current understanding of the marketing literature and marketing thought is discussed. In the following classes, various theories are discussed, particularly in light of their importance for marketing. Economic, pschological and sociological theory will be related to current marketing thought. | |||||||||||||||||||||||||||||||||||||||||||||||||||||